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  • 1. Delivering value to Doctors, Patients, Hospitals and Pharma’sA Mobile App Solution For Pharma’s
  • 2. Graham Player P.h.D.( Health Sciences)Hugh McClungEmedTodayThe use of mobile medical apps onsmartphones and tablets is revolutionizing andreinventing the way patients are engaged
  • 3.  It is about health consumers: their needs, expectations, experienceand engagement Going from “ we provide world class care” to Develop Online brand Engage customers Support customers Move outside traditional strategies Move to mobile channels In the future, everything that can be done digitally will be donedigitally Digital health lies in highly personalized medicine, delivered via thesmartphone. or mobile device “Digital Ecosystem,” Only 13% ofheath organizations have developed a mobile appConsumerization of HealthCare
  • 4.  Mobile e Visits ePatients want to asks questions ePatients want to talk to a doctor ePatients want help in understanding theirhealth, their disease, their therapies and ongoing wellness Different Platforms ePatients live in a multi-mediaenvironment ePatients want to watch mobile videos Medical History ePatients want to access their medicalhistoryWhat ePatients Want
  • 5.  Check for Health Conditions ePatients want to get trusted health information ePatients want to solve or prevent a health problemwith actionable solutions Regular Updates ePatients want custom ized content ePatient Education Want to learn from their doctors and Pharma’s ePatients prefer a mobile app versus mobile web siteWhat ePatients Want
  • 6.  Giving Patients what they want Facilitating Pharma eDetailing Developing critical marketing channel for both hospitaland Pharma’sMobile App For Hospitals: Focus
  • 7.  Improve Patient Service and Facilities Patient Engagement and Satisfaction Enhance Doctor/Patient Relationship eDetailing for Pharmas “ The Last Customer Mile” Satisfying Doctors Needs Saving Time for Doctors Direct Access to Doctor by Specialty Improved Relationships between Pharma-Doctor Pharma-Hospital Pharma -PatientMobile App For Hospital: Objectives
  • 8.  Connect any where, any time on any device Ask a doctor a question Find a Doctor Weekly mobile video Hospital Services Health tipsA Mobile Hospital App: The Menu
  • 9.  Fast News: Curated magazines Interesting New Cool Trustworthy Special event and promotions Success Stories Survey Medical library Book libraryA Mobile Hospital App: The Menu
  • 10.  Curated mobile Videos Interesting New Cool Trustworthy Health trackers Consolidate your health information Pharma E Detail SolutionA Mobile Hospital App Menu
  • 11.  Pharma’s need to reset the value proposition of theonline channel Pharma’s are struggling to keep pace withconsumers needs for timely information Pharma are not able to engage healthcareprofessionals and patients effectively Need to differentiate a brand by adding value”beyond the pill” Pharma need to develop value-added servicesaround specific disease areas Over 100 million consumers search on line for druginformation. Yet, Pharma’s are last place patients look. Over 86% of doctors search on line for druginformation. Yet, doctor want credible, non-promotionalcontent and unbiased opinionPharma & Digitale Detail
  • 12.  Pharma’s believe their marketing organizationsneed a complete overhaul 25% of direct sales people havie been replaced bydigital initiatives Pharma’s print advertising, down 44%; direct-to-consumer advertising, , down22% Over 31% of Doctors make RX decision using asmartpone Doctors no longer have time to conduct sit-downmeetings with drug reps. Making tablet edetailing a success is the top priorityof over 300 Pharma marketers in 2013 40% of pharma marketers agree that patientadherence activities involving mobile "apps" willincrease over the next five years The next BIG opportunity for targeted marketing topatients and physicians is mobile apps on "smartphones"Pharma & Digitale Detail
  • 13. 1. Patient Focused Healthcare “ Patient Centric”Educate patients about specific diseases with accurate, safe,trusted drug information as well as providing interactive tools formedication adherence with a strong focus on multimediaCreate a brand image of caring for patient so they can makeinformed choices about their health. Increase number ofinteractions with patients ( 2X). “ Patient Engagement is theBlockbuster Drug of the Century”. Need to measure “ return onrelationship”2. Doctor Engagement “ Doctor Centric”Use targeted self- guided e detailing, to quickly give technologysmart doctors, at their convenience, creditable, accurate andvalue added drug, point of care and CME information and ordersample opportunities with a strong focus on multi- media “ fullyintegrated solution”Create a brand image of accurate, trusted and useful drug andCME information to help Doctors. Increase number ( 3X) andtime of interaction ( 5X) with doctorsPharma e Detail : 2 Goals
  • 14. 1. Patient Focused Healthcare organized by diseases• Patient videos• Pharma app trackers• DTC messages• Push technology• Regular updates•Developed by emedtoday & Pharma’s staff( legal, regulatory,marketing, outside agency)2. Doctor Engagement organized by diseases & specialty( emedtoday “ Clinical Desk”)•Virtual live e detailing( drug profile)•Scripted e detaling( information/insights/news/video)•Drug library/CME•Pharma app trackers•eSamples•Push technology•Regular updates•Developed by pharma’s (outside agency , legal, marketing,regulatory)Pharma e Detail : Product & Diseases
  • 15. References 1. http://www.scoop.it/t/hospitals-trends-in-branding-and-marketing2. http://www.scoop.it/t/mhealth-advances-knowledge-and-patient-engagement3. http://www.scoop.it/t/pharma-trends-and-uses-of-mobile-apps4. http://www.scoop.it/t/pharma-trends-in-e-detailing                               Pharma & Digitale Detail